UK-listed betting and gaming operator Betfair has signed a deal with Microgaming’s Quickfire to expand the range of online and mobile products it offers.
Betfair product manager Niki Longmuir said that the company had been impressed by Quickfire’s commitment to roll out new and innovative titles on a regular basis, as well as the volume and quality of existing products.
“We believe that their games fit extremely well with our player demographic, particularly the mobile and tablet offering, which comprises some of the most advanced mobile games in the marketplace,” Longmuir explained.
“As technology continues to advance we feel assured that Quickfire will provide us with timely and suitable content to meet our consumer’s needs,” she added.
Head of Quickfire Ashley Sandyford-Skyes said that his company’s products would be the “perfect addition” to Betfair’s offering.
“Our headline slots, branded content and mobile-specific games will undoubtedly meet the requirements of their broad player base,” he explained. “Betfair is a welcome addition to the Quickfire platform and we look forward to a longstanding relationship with them.”
The operator’s gaming segment has underperformed in its recent results, falling 25 per cent year-on-year in the company’s H1 earnings statement, released in December.
The results also revealed that mobile gaming had struggled, with only 25 per cent of Betfair’s gaming customers playing on smartphones. Chief executive Breon Corcoran said at the time that while there had been signs of improvement it was “behind where [Betfair] need it to be.”